z模板之全球烟草流行现状和国际控烟的成功经验PwerPint幻灯片.ppt

? In the 60s, as women once again embarked on a quest for equality, tobacco companies began incorporating positive images of this struggle for equality in their advertising. “You’ve Come A Long Way, Baby” became one of the most well-known catch phrases of its day. It was introduced by Virginia Slims in the mid-1960s and was the foundation for their advertising for many years. ? Virginia Slims ads targeted to white American women capitalized on the feminist movement and how far women had come, and often included an inset of where women were 100 years ago. However, this same campaign was not used to advertise to African-American women, because for many African-American women, little has changed. 1 Women and Girls Against Tobacco. 2 O’Keefe AN, Pollay RW. Deadly targeting of women in promoting cigarettes. JAMWA. 1996;51(12):67-69. This slide reproduced with permission from Stop Teenage Addiction to Tobacco (STAT). Slide A7 ? At the beginning of the new century, Virginia Slims launched a new ad campaign targeting women of many ethnic backgrounds. ? Each ad depicts a strikingly beautiful woman, extols her beauty and includes the slogan “Find your voice,” implying that smoking is a woman’s right, despite the mores of her particular culture. The tagline “No single institution owns the copyright for beauty,” is vague and can easily be interpreted in a variety of ways. Slide A22 ? Virginia Slims ads targeted to African Americans are conspicuous for not using the “you’ve come a long way, baby” campaign, because for many there has been little progress and they obviously would not be effective. Instead, ads targeted to African-American women focus primarily on independence and glamour. Slide A8 CDC慢病工作会议2003 Meta分析结果 研 究 合并 RR PAR 数 目 (95% CI) ( % ) 中国内地 男性 20 1.72 (1.6-1.8) 32.5 女性 5 2.69 (1.8-4.0) 6.6 中国香港 男性 3 3.44 (2.6-4.4) 39.4 女性 2 1.97 (1.3-3.0) 2.9 * CDC慢病工作会议20